The impact of a country’s image on consumers’ buying intentions at foreign online stores: Extending trust based models to cross-border e-commerce

Description

Consumers in today’s globalized digital marketplace are increasingly crossing the borders of their home country when shopping online. Insights from the literature indicate that a consumer’s image of a country might influence consumer’s perception of foreign products and foreign brands from that country. However, there are no studies yet that assess the effect of country images on perceptions of online stores in cross-border e-commerce. This study uses a cross-national survey in three European countries, with more than 2400 respondents, to reveal novel insights into how consumers perceive online stores from the USA and China.

Period	29 May 2019
Event title	EMAC 2019
Event type	Conference
Conference number	48
Location	Hamburg, Germany